Volkswagen-CI-2012会员免费

Volkswagen ServiceCorporate Design ManualLast revised: July 20122<>StartCloseContentsContentsIntroduction 3Das Auto 4Visual Elements 5 Service Icons 6 Service Icon application 7Brand 8 Dealer ad without grid 9Retail Offers 10 Retails Sub-Brands Overview 11 Genuine Deals 12 Genuine Deals: Dealer ad without grid 13 Genuine Deals: Dealer ad with grid 14 Genuine Deals: Dealer mailer 15 Ecomomy Packages 16 Ecomomy Packages: Dealer ad without grid 17 Ecomomy Packages: Dealer ad with grid 18 Ecomomy Packages: Dealer mailer 19ContentsIntroductionDas AutoVisual ElementsBrandRetail Offers3<>StartCloseContentsIntroductionTo visually encapsulate what the Volkswagen Service Brand stands for and to give life to the Brand a Corporate Identity has been developed. In order to ensure uniformity across the brand as well as facilitate accurate representation of the Brand to our Customers, a Corporate Identity guideline has been developed. The Volkswagen Service Corporate Identity document is fully aligned with the overall Brand Concept and will distinguish the Brand’s market offering from its market contenders.ContentsIntroductionDas AutoVisual ElementsBrandRetail Offers4<>StartCloseContentsDas AutoLogo and claim proportionsThe claim always comprises of a single line and is positioned centrally below the logo. The logo and claim always have the same ratio to one another in every application. The spacing between the top edge of the claim and the bottom edge of the logo is 1/6 of the logo diameter. The claim measures a fixed cap height of 1/6 of the logo diameter.Logo and claim proportionsThe protected zone around the Volkswagen logo measures x (x = diameter of the logo used). No other elements may be positioned within this protected zone.Backgrounds1. The choice of background determines the impact of the logo. In order to ensure a consistently high-quality effect, it is white or, in exceptional cases, silver/grey.2. The TV ending is a special case: in this instance the logo with claim on a white or black background is used.3. The logo may not be placed on a coloured background or on pictures.Logo1/6 logo1/6 logoxxx2.1.3.ContentsIntroductionDas AutoVisual ElementsBrandRetail Offers5<>StartCloseContentsVisual ElementsThe following elements are graphic devices used to enforce the brand’s promises in Volkswagen Service communication. The Volkswagen Service icons plus the two service payoff line combine to form a strong brand image that can be effectively marketed to attract and retain Own Workshop Customers.ContentsIntroductionDas AutoVisual ElementsBrandRetail Offers6<>StartCloseContentsVisual Elements: Service IconsAs previously highlighted, the Own Workshop Brand execution will centre around the Brands reasons to believe. To ensure Customers become aware of these unique selling points five brand icons were developed to provide Customers with quick visual value cues. The five Brand icons ...